Fast Signs celebrates grand re-opening

Published 6:15 am, Wednesday, May 2, 2012

When FastSigns International's CEO was recruited for an episode of "Undercover Boss," she and her executive team carefully weighed the pros and cons before signing on.

Obviously a show that reaches more than 17 million viewers would provide a lot of great exposure. But, said CEO Catherine Monson, speaking when in Midland last week, it also meant they'd be giving CBS the ability to include in the episode whatever occurred during taping -- good or embarrassing.

They couldn't imagine what might happen they wouldn't want on national television. Not being a restaurant, there weren't going to be any health code violations. So they weighed their options and agreed to do the show.

After dozens of hours of taping, Monson said she was pleased to find their employees were providing the kind of customer service their leadership team expects. It's that service, she said, that's helping their business to grow.

"I was blessed by working with wonderful employees who are committed and taking care of their customers," she said.

Sales have increased in 70 percent of FastSigns' more than 400 U.S.-based stores in recent month, Monson said. Worldwide, FastSigns has more than 530 stores in seven countries.

Midland's location is one of those posting increases.

It moved in February to a new location so it can serve its growing client base. In March, owner Mike Hogue said, they posted their largest sales month ever. He opened the store 18 years ago.

"When oil is good, business is good," said Jason Hogue, Mike's son and co-owner of the store.

Mike Hogue said not all of their new business is with oil companies and start-up ventures. When oil is doing well, churches, apartment complexes and others also grow, he said.

Elsewhere, Monson said the stabilizing national economy has certainly helped. But, she said, their sales are growing at a greater rate than others in the industry, which she believes has to do with quality marketing and training programs that pave the way for "great" customer service.

Monson was recruited to become the CEO at Dallas-based FastSigns about three years ago.

She jumped right into the management side and never went through the company's training program, she said. The first time she took on the production tasks involved with actually putting signs together and installing them was on "Undercover Boss."

"I'm confident that you will see me ruin some signs," she said, laughing slightly as she spoke about the show that aired Friday.

Aside from learning many of the tasks involved with running individual stores, Monson said the show was helpful in pointing out some shortcomings in their business.

For example, she said, she was tasked with hanging an exterior sign while on a lift raised three stories into the air. When speaking with the employee also tasked with the job, Monson said she learned there was no formal training for the task. That employee was self-trained.

Additionally, she found training curriculum and other materials were sometimes not communicated beyond the management level. In the past, FastSigns had sent such material to the owners of each store. Sometimes that person passed it onto their employees, but other times they did not.

The business's website has since been reworked to allow for employees at any level to access the material.

Monson said the show also taught her some personal lessons. Through an interaction with one employee, Monson said she re-learned the importance of having a passion outside of work.

Before moving to Dallas she'd lived in California and always ridden horses. The smell of manure, she said, was to her "like perfume" because it meant she was at the barn and close to riding.

Since taking the job with FastSigns three years ago, she hasn't had time for horses. Now, she's trying to change that.

"I am now looking for the right horse," she said.

At the new Midland store -- which is near Midkiff Road and Loop 250 just a few doors down from the previous store -- Mike Hogue said they now have enough space to meet demand. With eight employees, they also now have their biggest staff ever.